Brand managing seems like one of those roles companies have that are peripheral. This is not true as the role of a brand manager is a very important one that many companies cannot do without. Companies create the position of brand managers to manage the perception of their brand by their customers and the general public. They do this to ensure that someone is responsible for creating a perception of its brand in people’s minds. This article will cover details on companies’ motives behind creating this position. Read further.
Who is a Brand Manager?
Before we learn of the reasons why companies create the position of a brand manager, it is necessary to know who a brand manager is.
A brand manager is a person responsible for how people perceive a company. Hence, a brand manager works to make sure the company’s brand they work for is perceived as an excellent one. Not only do brand managers create a good perception of their company’s brand, but they also work to make sure the brand remains consistent and recognizable, appealing to customers, and also not outdated. If, in any case, a company has been pictured in a bad light, a brand manager works to change this public perception. They are part of the company’s marketing unit and often work with a team that reports to them. Together with their team, they work not only to define and protect the company’s reputation but also to spur customer engagement.
What Do Brand Managers Do?
The key responsibilities of brand managers in companies where they are hired to comprise the following :
- They communicate the company’s brand.
- They ensure the marketing and advertising assets are delivered.
- Brand managers work to build a strong relationship with the company’s clients.
- Brand managers formulate workable brand strategies.
- They analyze and maintain reports of marketing campaigns.
- They make sure products and services do not fall short of customers’ expectations.
- Brand managers engage in market research and competitive analysis
- They manage budgets
- They organize events targeted at pushing the brand forward.
- Brand Communication. One of the primary assignments is to learn of, and manage how the company’s brand is perceived by the public. They do this by coming up with strategies to make the company’s products and services stand out in the marketplace.
- Delivery of Marketing and Advertising Assets. The brand manager ensures that marketing and advertising campaigns are in line with the company’s reputation and ideas. They usually develop, implement and execute marketing activities working under the marketing managers. They sometimes works with external marketing and advertising agencies to achieve this.
- Relationship with Clients. Brand managers connect with customers emotionally to ensure their commitment to the company’s brand. They do this through the display of a thorough understanding of the clients.
- Formulation of Brand Strategies. A brand manager works alongside the marketing, social media, and creative departments to develop workable research-based brand strategies aimed at promoting the company’s business. They are responsible for spotting the target market of the brand and developing a communication system that would best serve as a channel for transmitting information between the company and its audience. An increment in brand value is also part of the brand strategy brand managers are involved in. Brand managers, along with their team, set monthly, quarterly and annual goals geared towards increasing the brand’s repute.
- Analysis and Maintenance of Marketing Campaign Report. Reports from successful marketing campaigns such as conferences, creative events, and social media events, are analyzed and maintained by the brand manager and their team.
- Meeting of Customers Expectations. Brand managers function to make sure products and services resonate with their customers and prospective customers. They do this by meeting up with the customers regularly to know exactly what they want.
- Market Research and Competitive Analysis. A brand manager must be able to carry out research, covering current market trends and customer preferences. They should also be able to predict future trends. This research should be able to provide coverage of what people are talking about the company’s brand on and off social media. Market research conducted should contain information such as demographics showing the particular population and market in demand for the company’s products and services. Market research is how the brand manager will be able to gauge the company’s success rate. They uses findings from market research to conclude as to what makes their company’s stand out from similar products in the market. They are responsible for mapping out the company’s competition in whatever brand of the company they represent; identify strengths and opportunities and communicate these strengths in building a strong customer base.
- Budget Management. Brand managers manage the budget allotted for branding; this covers advertising and promotional.
- Organize Events. Events such as exhibitions, product(s) launching, brand unveiling galas, photoshoots, etc., organized by the marketing unit are spearheaded by the brand manager.
Attributes a Brand Manager Must Possess
From the section above, you will agree with me that a brand manager has several responsibilities. Due to the various crucial functions they perform, they must be well equipped for the job. Therefore, for one to qualify this position, one must have the required education, experience, and expertise.
- Education. A minimum of a BSc. or BA in brand management, marketing, business or any other related field is required. Some companies may require an MBA for this role, but this is in rare cases.
- Experience. The post of a brand manager is a very sensitive one. Inexperienced people cannot assume that role. Some companies even prefer their old employees earning the position from promotion, with time. But, you do not have to be an old employee of a company You may have to be experienced in the following areas before you can assume the position of a brand manager:
- Marketing, cutting across marketing techniques, innovative communication and customer-specific marketing programs.
- Data Visualization
- Project Management from Conception to Completion
- Market Research
- Process Design
- Expertise and Skill-Set. A project manager must have the following skills:
- Good Communication Skills
- Excellent Writing and Presentation skills
- Financial Acuity
- Proficiency in Microsoft Office especially in MS Word, MS Excel, and MS Powerpoint
- Storyteller
- Competitiveness
- Confidentiality
- Strategic Thinking
- Market Trend-Savvy
- Team Spirit
They must also be experts in the following areas:
- Time Management
- Project Management
The following additional qualities are also required:
- The person must be self-motivated
- Must be someone who pays attention to details
- Must have the ability to multi-task and work under pressure.
- A brand manager must show empathy
- Must be an innovative person.
- They must be detail-oriented.
- Also, a brand manager of a company must have an in-depth knowledge of the history of the company whose brand they represent.
Conclusion
The role of a brand manager is a very sensitive one. Brand managers, in many cases, are as important as the brands they represent. This is because they are the ones that create what people perceive the company as. Therefore, much is required from one because of the sensitivity of the role.
Frequently Asked Questions
- How can I become a brand manager?
Like other job roles, you must meet requirements before assuming the position of brand manager of any company. To become a brand manager, you must first meet the required educational qualification, first obtain a BA degree in brand management or related courses. Some multinationals may require an MBA degree before they can qualify to manage their brand. You will also need to possess some expertise and experience, as outlined in the article above. It is never too late to start gathering the requirements if you hope to become a brand manager in the future. Another way you can become a brand manager is by being promoted to the role. For example, you can start as a brand ambassador and gradually climb up the career ladder to become a brand manager.
- How much do brand managers earn?
In the United States, brand managers earn as high as $250,000, although on average, the salary expectation falls somewhere around $100,000. Your salary mainly depends on the brand you are managing. Bigger brands and brands that are already household names pay more.
- Do I need an MBA?
In most cases, an MBA is not required to become a brand manager. The minimum bachelor’s degree may qualify you, although some companies require more – you may need to have an MBA post-degree. This is in rare cases.
- What other job titles can I fit in if I do not yet qualify as a brand manager?
Job titles that are lower than a brand manager but can accommodate you if you wish to pursue a career in brand management are:
- Assistant Brand Manager
- Product Manager
- Brand Ambassador
Other titles that may not necessarily be lower but can be assumed in place of a brand manager include:
- Brand Marketer
- Assistant Brand Marketer
